NEW YORK (AP) _ IBM is cutting up to 10 percent of its personal computer workforce, or up to 1,000 workers, in a cost-cutting effort to turn around the division, which lost nearly $1 billion last year.

The 5 percent to 10 percent reduction in the 10,000-person staff will mostly hit marketing employees as the company consolidates its staff for different brands _ including Aptiva PCs, ThinkPad laptops and Netfinity computer servers _ under one marketing umbrella.

IBM notified employees Wednesday of the cuts, which will be completed by the end of the year. The company, which employs 291,000 people overall, does not expect any layoffs and said it will offer affected employees jobs in other divisions.

IBM, which pioneered the personal computer industry in the early 1980s, lost about $150 million in the second quarter in the unit, which sells PCs to both consumers and businesses. Fierce price wars have sharply reduced profits at major computer makers.

IBM has been struggling to repair its so-called Personal Systems Group for several years, and some analysts have even suggested that IBM should stop selling personal computers. Last summer, IBM replaced the head of its consumer PC division with Michael Braun, but Braun's role is unclear now that IBM has folded the unit with the operation that sells PCs to businesses.

``We need to do better, and we know it. That's the reason behind these actions,'' IBM spokeswoman Trink Guarino said today.

IBM plans to release its third-quarter financial results Oct. 20. The company is making an aggressive effort to emphasize its faster-growing businesses, which include selling computer services to large corporations and selling software.

Shares of IBM were down almost 4 percent, or by $4.56 1/4 at $111.81 1/4 in afternoon trading on the New York Stock Exchange.